Interlogix to Bring Back Security Pro Dealer Program

The company says the broader goal of bringing back the pro dealer program is to elevate the Interlogix brand name among integrators and their customers.

Though CES is the Consumer Electronics Show, there was plenty of excitement for security pros at this year’s event. Check out the CES tag page for all the pertinent announcements from the 2019 show.

A decade ago, the GE Security Pro dealer program annual event was the place to be in the security industry. Led by the charismatic Michael Benedict, the group gathered integration companies by the hundreds to mingle with their peers in a wild, wacky and fun environment in locales like Lake Tahoe to get the latest technical updates on products like the GE Simon control panel as well as other devices.

Well, Interlogix, a division of United Technologies (NYSE: UTX), has plans to resurrect that feeling with the relaunch of the Interlogix Security Pro dealer program.

“We plan to revitalize that program with coop dollars, joint marketing efforts for local home shows, a website referral program and other benefits,” says Cooper Briscoe, residential segment product management leader, Interlogix.

Speaking to SSI sister publication CE Pro at CES 2019, Briscoe says the company will revive the Security Pro event to take place sometime in the fall of 2019.

The relaunch is part of a broader goal to elevate the Interlogix brand name among integrators and their customers.

“If you ask end user customers of Interlogix who their security company is, most of them will likely say, ‘,” but does not make a security panel,” notes Briscoe.

He says the brand identity that has built subverts the actual panel manufacturer from gaining a brand foothold among consumers. Having said that, Interlogix is a close partner with and the companies work closely together.

“I just want to elevate the Interlogix brand name to the similar level that Control4 and have been able to establish,” he says. The first step is the revitalization of the Security Pro program.

“I still run into integrators who have ‘GE Security Pro’ on their business cards and websites. That GE Security brand name disappeared more than 8 years ago,” says Briscoe, who would not speculate on a goal for the number of integrators in the new Interlogix Security Pro dealer program.

The company also recently launched its Interlogix Today YouTube channel that is loaded with marketing messages that will assist dealers.

In its CES 2019 booth, Interlogix was showcasing the compatibility of its products by showing its Simon panel controlling devices such as thermostats, cameras, and motion sensors from multiple other companies.

This article first appeared in SSI sister publication CE Pro

If you enjoyed this article and want to receive more valuable industry content like this, click here to sign up for our FREE digital newsletters!

About the Author


Jason Knott is Chief Content Officer for Emerald Expositions Connected Brands. Jason has covered low-voltage electronics as an editor since 1990, serving as editor and publisher of Security Sales & Integration. He joined CE Pro in 2000 and serves as Editor-in-Chief of that brand. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He has been a member of the CEDIA Business Working Group since 2010. Jason graduated from the University of Southern California. Have a suggestion or a topic you want to read more about? Email Jason at [email protected]

Security Is Our Business, Too

For professionals who recommend, buy and install all types of electronic security equipment, a free subscription to Commercial Integrator + Security Sales & Integration is like having a consultant on call. You’ll find an ideal balance of technology and business coverage, with installation tips and techniques for products and updates on how to add to your bottom line.

A FREE subscription to the top resource for security and integration industry will prove to be invaluable.

Subscribe Today!

2 Responses to “Interlogix to Bring Back Security Pro Dealer Program”

  1. A blast from the past! Congrats to Warren, Cooper and the Interlogix team for resurrecting a great brand-Security Pro!

  2. In 2020, we will celebrate 50 years in the security business. There have been many highlights along the way, one of them being the Security Pro Dealer Program. The ITI wireless has been our frontline product since it’s inception and has made it’s way through all the acquisitions, now in the hands of Interlogix.
    Restoring the Security Pro Program is a positive move; this will help to promote the brand again and re-energize the Dealers.

Leave a Reply

Your email address will not be published. Required fields are marked *

Get Our Newsletters